Swedish Brand Craft has opened its first flagship store in China at Taikoo Hui, West Nanjing Road, Shanghai.
Craft said in a LinkedIn post, “This milestone marks an exciting step in our global retail expansion — bringing our Swedish performance heritage to Shanghai with a space designed for World Champions and Everyday Heroes.”
The opening was also called out by the Swedish Chamber of Commerce in China, which stated, “We were delighted to attend the opening of Craft Sportswear’s first flagship store in China at Taikoo Hui, West Nanjing Road, Shanghai — an exciting milestone for the brand and for Swedish lifestyle and performance brands in the Chinese market.
“Part of the New Wave Group, Craft is a Swedish sportswear brand renowned for its functional performance design, sustainable materials, and innovation-driven athletic culture. With roots in Borås, Sweden’s historic textile hub, and a long tradition of technological innovation, we warmly welcome its introduction to the Chinese market.
“Craft now joins a growing wave of premium Swedish outdoor and performance brands strengthening their presence in China. This expansion is well aligned with China’s increasing focus on health, wellness, and lifestyle consumption under the current Five-Year Plan, where sports, outdoor activities, and quality living are actively encouraged.”
Image courtesy Craft
